Fantasy Sports users get a personalized version of a Lowe's ad that scores big for the home improvement retailer
MyLowe's, a program from Lowe's Home Improvement, tracks all your purchases so you can access your product details anytime. Scouting for the ideal venue to promote MyLowe's, the retailer opted for a Yahoo! Fantasy Sports Smart Ads execution, and kicked off a campaign that will last into January 2013.
Ranked first in league standings, Yahoo! Fantasy Sports was a natural first round pick for Lowe's. The Fantasy homepage, as well as the League page, not only feature rich media, but rich media personalized for the user.
The Fantasy homepage features two ad units, a 300x250 lineman on the right and a lean and mean 954x60 receiver up top. The League page features a 300x250 that pulls in the user's Fantasy team data.
Thanks to the brawn of user data, the MyLowe's ad on the Fantasy Football League page retrieves the Fantasy stats of the registered user viewing the ad. Team name, point total, rank, winning/losing streak, and Fantasy tips are all part of the playbook here - delivered with a tight, postcard-perfect spiral within the ad units.
Smart Ads were the right call for Lowe's. They allow for rich media that is both user initiated and user targeted, not just targeted to the user's demographic but personalized to that individual user.